Types of Personalization in Marketing

#FoundersDiary

I have been looking into how generative AI technologies could help marketing teams to enable the next generation of creative tools. In this post, I evaluate what is personalization in marketing and how it is happening.

Why Personalization in Marketing?

99% of marketers say personalization helps advance customer relationships, with 78% claiming it has a“strong” or “extremely strong” impact. (Evergage). Personalization in marketing is the process of tailoring messages and content to fit the needs and interests of a specific customer or group of customers. By personalizing marketing messages, businesses can more effectively reach their target audiences and improve customer engagement. It is amongst the most critical elements of marketing.

Generated using Succinctly AI

Key Aspects of Personalization

1. Segmentation of users: creating the different user segments and targeting them is the key to marketing personalization. Data is the backbone for user segmentation and personalization. It could be various different types (a) Interaction data — data of what users are doing on the webpage (b) CRM data — information about the users demographics, preferences, etc.
2. Content creation & mapping: creating different types of content for different segments and mapping them effectively.
3. Performance management: keeping track of what is working for which segment to identify and improve personalization for users.

Types of Personalization Happening Today

• [Email] Addressing with name: Addressing with user’s name in email, personalized videos in email
• [Email] Content personalization: customize message in an email using information such as demographics, channel preference, device, attribution data & more.
• [Website] Behavioral pop-ups: If the user is leaving the page, then a pop-up offering a better price may show up.

Soure: Optin

• [Website] Content modification: For eg, Proof enables marketers to modify the webpage based on user interactions in a particular session. For eg, Yusp optimizes your website content based on users interaction in a particular session

Source: Proof

• [Messaging] Personalized images: Appending text messages with images in marketing outreach (in countries with high WA usage).

Source: VizardApps.com

• [Value added content] Personalized reports: Creating personalized reports of product usage by the user. For eg: Spotify and Google Maps eoy report with the listening and traveling review of the year)

Source: Indian Express

• [Value added content] Personalized asset creation: For eg, Shuttefly app requests access to users photos and auto generates product showcase like mug with your dogs photo on it.
• [Email/Website] Location based personalization: For eg, Spartan race marketing team targets users based on cities. Personalized email campaigns are timezone based as they take into account what time of the day is the user most likely to see / click on the content.

These are some ways personalization is happening in the marketing space today.